Date post: | 01-Dec-2014 |
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FSP RETAIL BUSINESS CONSULTANTS
Focus Groups
Key Ingredients for Successful Groups
Focused recruitment Pre agreed topic guide with sufficient time to explore themes Good quality stimulus material Professional moderator Interactive groups – collage boards/working in groups Detailed analysis Output can be used to
Explore perceptions of the Kingston shopping experience Identify issues that affect the shopping experience Inform branding decisions Set marketing tone Inform tenant mix decisions
FSP RETAIL BUSINESS CONSULTANTS 2
FSP RETAIL BUSINESS CONSULTANTS 3
Concrete city
Ring road
The band stand
Family stuff to do – swimming, the Look Out
Hardly alive (skeleton)
Peaceful place to live
Alive on outskirts (greenery) dead in middle
Collage Boards Reflect Current Situation
Collage Boards Represent Future Vision
FSP RETAIL BUSINESS CONSULTANTS 4
Nice restaurants
Fashionable, trendy
Safe
Culture
Good shops
Happy
Our sort of people
Farmers’ market
A place to escape to
Business people
Greenery
Collage Boards Describe Competition
FSP RETAIL BUSINESS CONSULTANTS 5
Variety
Fashion
Clean & bright, colourful
Food & flowers
Maps Drawn to Show Areas of Usage
FSP RETAIL BUSINESS CONSULTANTS 6
The actual shopping centre with Bentalls in is very small
(Young-family AB)
Powerful Quotes Positives
FSP RETAIL BUSINESS CONSULTANTS 7
Negatives
It just has the feeling of doom
about it
My only concern is that the cheaper, nastier shops tend to be near
Sainsbury’s and I wonder if it’s going to become fragmented
I like the way it’s arched – like you’re going on to
something new. The arch is symbolic (invitation).
It gives me the feeling of being welcome and is now a place you can spend the day,
have lunch
Aberdeen is a big city. It should be catering for bigger
things
I like to go to Dundee for the simple reason of crossing the road and the buses in Aberdeen
Powerful Quotes Perceptive
FSP RETAIL BUSINESS CONSULTANTS 8
Suggestions
I’m hoping they keep it green and not just concrete everywhere . . .
More focus on restaurants and cafes . . . More shops and eating al-fresco type
areas
Another reason we go to Camberley is the Magic
Castle for soft play, then I get less resistance when I
go round the shops
What would make you feel safe? The lighting at night. My children are going to
want to go there and if you feel a presence of security and see CC TV
You need to change the name – give it a name . . . Yes, because it’s been a
dump. It can’t be Princess Square
It’s incubated which is part of the climate of Aberdeen. It’s cold so you have to spend a lot of
time indoors. Different social groups form. It’s not segregated and it’s friendly once you get in there but it’s finding where you want to get in -
that can be daunting
Tenant Types – Sorted by Respondents
FSP RETAIL BUSINESS CONSULTANTS 9
High street brands (Y)
High end labels (Y)
Boutiques (Y)
Department stores (Y)
Boutique-y, different (P)
Younger family =
(Y) Post family2 = (P)
Tenant Type Examples
FSP RETAIL BUSINESS CONSULTANTS 10
Bookshops (P)
Gifts (Y)
Home (Y)
Traditional jewellery
(Y)
Family (Y)
Essentials, everyday things you need (P)
Shoes (P)
Focus on Specifics – Department Store A great fondness for Bentalls, a special place in the hearts of Bracknell shoppers Bentalls rarity makes it especially valued
FSP RETAIL BUSINESS CONSULTANTS 11
The presence of Bentalls is a key influence on choice of Bracknell as a shopping destination
Shoppers value the taste Bentalls provides of the range/choice (especially fashion) they head to other centres for
Appeals across the board Miss Selfridge, French Connection for, typically, younger on a more limited budget Karen Millen, Ted Baker, Reiss for, typically, more mature with a higher clothes budget
It’s quite an exclusive thing Bentalls, we feel quite privileged
(Young-family C1)
I would go straight to Bentalls for clothes, that’s
the place where you start to get the variety you would
have in Reading but not to the extreme of Reading (Pre-family C1 female)
Next one is over in Kingston, so you have to go a long way to find another Bentalls whereas you don’t have that far to go to
find another Marks or Debs (Young-family C1)
FSP RETAIL BUSINESS CONSULTANTS
Proposal
Previous Research Will Inform Group Composition
FSP RETAIL BUSINESS CONSULTANTS 13
Lifestage Wealthy Achievers
Urban Prosperity Comfortably Off
Pre-Family Group 1 Male/Female Group 2 Female
Family – young children
Group 3 Female
Family – older children
Group 4 Female
Post-Family Group 5 Male/Female
Group 6 Female
Methodology Recruitment Screener
Ideally groups comprise a mix of frequent and infrequent users to maximise debate. Other screening aspects might be working/non-working and use of competing locations. A detailed screener will be agreed with the team
Discussion Guide
FSP will prepare (and agree with the Kingston team) a topic guide which will detail the key areas for discussion. Initial ideas for the headline topic guide include:
Usage of Kingston & its distinct shopping areas including Bentall Centre, Market Square, Eden Walk – Bentall Centre market positioning Usage of competing locations and Kingston’s position in the local retail hierarchy Strengths and Weaknesses of competing locations/shopping centres Reasons for using/not using Bentall Centre Suggestions on retail mix/occupier/leisure improvements Success or otherwise of Bentalls department store as an ‘anchor’
FSP RETAIL BUSINESS CONSULTANTS 14
Output PowerPoint report and presentation to the team including:
Detailed analysis Quotes Collage boards and other group outputs Recommendations
Fees & Timing Proposal is to conduct 2 waves of research in September 2013 and September 2014 Fees include all respondent recruitment costs, respondent incentives, venue hire, a delivery presentation (in London) and expenses. Fees for 2013 £24,950+VAT Fees for 2014 £23,950 + VAT, reflecting saving in recruitment cost for reconvened groups If viewing facilities are required this will incur an additional cost typically £1,500 to £2,000 + VAT. This can be either billed directly from the studio to Aviva or FSP will charge on at cost.
FSP RETAIL BUSINESS CONSULTANTS 15
FSP RETAIL BUSINESS CONSULTANTS 19 Manor Courtyard Hughenden Avenue High Wycombe UK, HP13 5RE
T +44(0)1494 474740 F +44(0)1494 474262 [email protected]
www.fspretail.com www.snap-shop.co.uk